Nothing tells a story like reality does
THERE WAS FINALLY A BRAND THAT SHARED THE FATHER'S JOY IN PARENTHOOD
Launch the new collection of Little Baby Basics from Carter’s Arabia
Fathers shop at the store as much as mothers did and play an equal role in the care of babies and children
Most children’s brands communicate to the mother. Among a crowded landscape of baby clothing brands, we wanted to change mindsets and make the association of the brand with the father impactful.
We recruited 14 real fathers to share their first experiences with their baby.
IT WAS TIME MOMS SHARED THE SPOTLIGHT WITH DADS
A 360 degree campaign with touchpoints ranging from print, offline, social media, digital media, microsite, in-store activations, POS and gifts at the hospital.
1. We reached 3.4 million people
2. Over 2 million views collected on the campaign videos
3. 1400+ memories were recorded from fathers
Double digit sales growth was achieved in the category.
Product awareness and direct customer engagement.
Digital & On-ground Activation
Campaign Graphics & Guidelines
Social / Digital Content
Offline Campaign Assets
Database Collection and Mining
User Generated Content Strategy
Community / Online Relationship Management
Reporting & Analysis
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